Publications
Publications
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- All HBS Web
(1,377)
- Faculty Publications (120)
- April 2017 (Revised March 2024)
- Case
Making Target the Target: Boycotts and Corporate Political Activity
By: Nien-hê Hsieh and Victor Wu
Through the challenges facing Target, the case examines ways in which corporations can become involved in political and legislative debates and processes, ranging from campaign contributions to lobbying to political activism. In 2016, Target CEO Brian Cornell must... View Details
Keywords: Boycott; Corporate Political Activity; Lobbying; LGBTQ; Campaign Contributions; Campaign Finance; Retail; Shareholder Activism; Public Opinion; Social Issues; Corporate Social Responsibility and Impact; Mission and Purpose; Problems and Challenges; Laws and Statutes; Rights; Crisis Management; Risk Management; Media; Political Elections; Taxation; Corporate Accountability; Values and Beliefs; Fairness; Diversity; Customers; Communication; Business and Government Relations; Retail Industry; United States
- February 2017
- Teaching Note
The Tate's Digital Transformation
By: Jill Avery
John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate’s... View Details
Keywords: Digital; Ecommerce; Experience; Customer Experience; Customer Relationship Management; Channel Management; Museums; Arts Marketing; Nonprofit; Marketing; Marketing Channels; Marketing Strategy; Customer Focus and Relationships; Digital Marketing; Digital Strategy; Social Media; E-commerce; Entertainment and Recreation Industry; Fine Arts Industry; England; United Kingdom; Europe
- 2017
- Simulation
Global Collaboration Simulation: Tip of the Iceberg
By: Tsedal Neeley
This online simulation teaches students about the difficulties in cross-cultural communication and managing global teams. Communicating via chat, teams of 4 or 5 students race against the clock to prepare a VC presentation. Students are assigned the role of a native... View Details
- Article
Online Community as Space for Knowledge Flows
By: Samer Faraj, Georg von Krogh, Eric Monteiro and Karim R. Lakhani
Online communities frequently create significant economic and relational value for community participants and beyond. It is widely accepted that the underlying source of such value is the collective flow of knowledge among community participants. We distinguish the... View Details
- 2016
- Book
Innovation Policy and the Economy, Volume 17
By: Shane Greenstein, Josh Lerner and Scott Stern
The seventeenth volume of the National Bureau of Economic Research’s Innovation Policy and the Economy provides an accessible forum for bringing the work of leading academic researchers to an audience of policymakers and those interested in the interaction... View Details
- March 2016
- Article
To Groupon or Not to Groupon: The Profitability of Deep Discounts
By: Benjamin Edelman, Sonia Jaffe and Scott Duke Kominers
We examine the profitability and implications of online discount vouchers, a relatively new marketing tool that offers consumers large discounts when they prepay for participating firms' goods and services. Within a model of repeat experience good purchase, we examine... View Details
- October 2015
- Case
BandPage (A)
By: Karim R. Lakhani, Colin Maclay and Greta Friar
BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began... View Details
- June 2015 (Revised October 2016)
- Case
Denver Museum of Nature & Science
By: Jill Avery and Jim Rosenberg
Digital was on Vice President of Strategic Partnerships and Programs Bridget Coughlin's mind these days. DMNS had been dabbling in digital for the past few years, but had never fully committed to it. The time had come to establish a strategic vision, and to decide... View Details
- June 2015 (Revised January 2017)
- Case
Accor: Strengthening the Brand with Digital Marketing
By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details
- 2015
- Book
Strong Brands, Strong Relationships
By: Susan Fournier, Michael Breazeale and Jill Avery
From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details
- 2015
- Book
MOVE: Putting America's Infrastructure Back in the Lead
Americans are stuck. We live with travel delays on congested roads; shipping delays on clogged railways; and delays on repairs, project approvals, and funding due to gridlocked leadership. These delays affect us all, whether you are a daily commuter, a frequent flyer,... View Details
Keywords: United States; Railroad History; Airlines; Airline Industry; Air Transportation; Passenger Transportation; Cities; Urban Planning; Freighting; Change; Leadership; Public Policy; Change Leadership; Public Finance; Infrastructure; Policy; Technological Innovation; Change Management; Leading Change; Urban Development; Project Finance; Entrepreneurship; City; Transportation; Transportation Industry; Shipping Industry; Rail Industry; Air Transportation Industry; United States
- April 2015
- Teaching Plan
Codecademy: Monetizing a Movement?
By: Jeffrey J. Bussgang and Lisa Mazzanti
This is a Teaching Plan for the case on Codecademy, an open-platform, online community for learning computer programming, launched in 2011. By 2014, the company had raised a total of $12.5 million in funding and was, on many fronts, an overwhelming success. However,... View Details
- January 2015 (Revised October 2018)
- Case
Nasty Gals Do It Better
By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman
In 2006, Sophia Amoruso started Nasty Gal, an eBay boutique selling vintage clothes. With a strong sense of style and personality, Amoruso poured herself into building the brand and developing relationships with her customers—typically the slightly edgy 18–24 year old.... View Details
Keywords: Business Growth; Brand Management; Online Retail; Clothing; Apparel; Expansion; Growth and Development Strategy; Brands and Branding; Management; Marketing Strategy; Strategic Planning; Social Media; E-commerce; Digital Marketing; Retail Industry; Apparel and Accessories Industry; United States
- December 2014 (Revised November 2023)
- Case
Codecademy: Monetizing a Movement?
By: Jeffrey J. Bussgang and Lisa C. Mazzanti
Codecademy, an open-platform, online community for learning computer programming, launched in 2011. By 2014, the company had raised a total of $12.5 million in funding and was, on many fronts, an overwhelming success. However, there were still no revenues. The founders... View Details
Keywords: Entrepreneurial Management; Startup Management; Technology; Computer Programming; Coding; Online Education; Monetization; Online Communities; Marketplaces; Internet and the Web; Education; Entrepreneurship; Business Startups; Growth and Development Strategy; Technology Industry; Education Industry
- April 2014 (Revised July 2017)
- Case
The Tate's Digital Transformation
By: Jill Avery
John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate's... View Details
- 2014
- Article
Drivers and Dynamics of Online Word of Mouth
By: Frank Nagle and Christoph Riedl
- 2013
- Chapter
The Most Successful CEOs Come from Within
By: Joseph L. Bower
The financial crisis of 2008 and the Great Recession caused a crisis of public confidence in business and American-style capitalism, with its focus on maximizing shareholder value. Corporate leaders understood that reform was needed and that they needed to commit... View Details
- June 2013 (Revised November 2013)
- Case
Bluefin Labs: The Acquisition by Twitter
By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details
- 2013
- Chapter
Privacy Breach Analysis in Social Networks
By: Frank Nagle
Over the past 5–10 years, online social networks have rapidly expanded, and as of March 2012 the largest online social network, Facebook, had over 901 million active members. The wealth of information users post in their social network profiles, as well as the... View Details
- April 2013
- Teaching Note
Bluefin Labs: The Acquisition by Twitter
By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and... View Details